UNIT -I CONSUMER BEHAVIOUR AND MARKETING ACTION

In Present Marketing Setup , the study of consumer behavior has become essential. Consumers are the kings of markets. Without consumers no business can ride. All the activities of the business concerns end with consumers and consumer satisfaction. Consumer procurement behavior has become an indispensable part of strategic market planning. The expand view of consumer embrace much more than the study of why and what consumer buy, but also focuses on how marketer influence consumers and how consumers use the products and services. Consumers are in a tough spot, as they are, on daily basis, expose to different windows of information and varieties of products; many great deal of choices and options available in the market place impulse their purchase decision. This paper aims at exploring the factors that influence consumer buying decision making.The study figures out that internal and external factors influences consumer purchasing power.

Customers all over the world now prefer branded products. This study is aimed at analyzing the effect of brand on consumer buying behavior. Along with finding the effect of brand on consumer buying behavior the purpose of the study is to have an in depth knowledge of what actually is branding and consumer behavior. To study the relationship between brand and consumer behavior the following methodology is opted: Consumer Survey on the effect of brands on their buying behavior through questionnaire. The key results of the study are: The degree brand of consciousness goes on decreasing in higher age groups; price & brand were the major attributes that customer's gave most importance and 80% people believe that Brands in fashion industry have become a status symbol.

2011

In the modern society brands not only represent the product or company but also have a strong association with perceived quality, consumers' life style, social class, taste etc. The purpose of this paper is to create a deeper consideration of what influence a brand name can have, when people go for purchasing, choose the products between different brands, especially private vehicle like car. Moreover, this paper also tries to explore the relation between brands and the consumer decision making process. This study has been conducted through literature study as well as questionnaire administered survey. Simple random sampling procedure has been used to determine sampling frame and size and a convenience sample of hundred respondents of different age groups, income and occupation have been considered for the survey. The collected data were analyzed to comply with the objectives and also to draw conclusions. From the study it is revealed that when consumer purchases a car, brand names do influence his/her choice. The study also reveals that branded cars have a great place in consumer mind, when customers go for purchasing a car, they prefer to purchase a well known branded car. Customers do not want to try new or unknown branded cars because they have not much information about the lesser known brand. Key Words: Brand, Brand name, consumer behavior, purchase decision, level of involvement JEL Classification: M 3 Introduction:

Abstract This study examined the influence of branding on consumer purchasing behaviour with an emphasis on mosquito repellents in the Kumasi Metropolis of Ghana. This was necessitated by the fact that, in-spite of the superfluity of literature on branding and consumer purchasing behaviour, there are limited studies on mosquito repellents despite its growing demand. The study in addressing this gap significantly contributes to academic knowledge on branding and consumer purchasing behaviour. The study adopted a descriptive survey as the research design. Both primary and secondary sources were used in the gathering of data. The study employed a purposive sampling method for the selection of 210 respondents in the administration of the questionnaire. Data were then analyzed using Statistical Package for Social Sciences (SPSS) and Microsoft Excel. Correlation matrix, Cronbach Alpha, Mean and Standard Deviation were used in the analysis of the quantitative data and the testing of hypotheses. The study revealed that majority of the respondents based their purchasing decision on brand name although some respondents acknowledged that purchasing behaviour was also influenced by brand elements such as design, slogan, shape and logo. The study, by extension, discovered that there was a strong positive relationship between brand elements and consumer purchasing behaviour. Also, most of the respondents indicated that they purchase mosquito brands because of the assurances of quality. Based on the findings, the study recommends the need not only for market practitioners to concentrate on the brand name as a way of influencing consumers’ purchase decision but also undertake measures to develop the other brand elements such as design, slogan, shape and logo. Also, due to the competitive nature of the market, top management should continue the pivotal role they are playing in making their brand stand out from those of competition.

Brand image and advertisement play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people's buying behaviors and advertisement is behaving as a driving force for any business as it's an effective source to convey your message and stay in customer's mind. The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Gujranwala city. Questionnaire survey was used to collect the data by using non probability convenient sampling technique. A sample of 200 questionnaires was used in which 175 responses were collected within the period of one month. Findings show that brand image and advertisement have strong positive influence and significant relationship with Consumer buying behavior. People perceive the brand image with positive attitude. Study depicted that teenagers in Gujranwala are more conscious about their social status so they prefer branded products and advertisement affects their Consumer Buying Behavior positively. In the last of article limitations of research, implications and suggestions for further research also included.

Journal of Consumer Marketing, 2007

Purpose – This research is designed to characterize new generic consumers and assess their willingness to purchase generic brands in non-generic product categories. Design/methodology/approach – A total of 500 generic consumers participated in the study. Participants were customers of two large private chain stores in central Israel, known for their abundance of generic products. Findings – the paper finds that new generic consumers have a somewhat different profile than that of generic consumers of the 1980s. Furthermore, generic consumers are prepared to purchase generic brands even in categories not defined as generic. Research limitations/implications – The study focused on a market characterized by economic instability, which may contribute to strong readiness to purchase generic brands even in product categories not generic by definition. Future research is needed to study the profile of the new generic consumer from the perspective of cultural differences among countries and not within countries. Practical implications – The willingness of generic brand marketers and retailers to enter product categories not defined as generic will open new business avenues and a create a relative advantage for them over their competitors, while guaranteeing a larger market segment and an increased volume of sales in the short term. Originality/value – This research is the only one which has examined generic brand consumers' buying power, on four types of buying behaviors based on the degree of buyer involvement and the degree of differentiation among brands.